‘Transphobic’ Christmas card pulled from Sainsbury's

A Christmas card has been withdrawn from Sainsbury’s after members of the trans community raised concerns that the design perpetuated harmful anti‑trans rhetoric. The card - featuring Dr Seuss’s Grinch alongside the line “This Christmas, I’m identifying as a Grinch” - was spotted in a Scottish branch by trans activist Sophie Molly, who called it out on social media for “invalidating the lived experiences of trans people”.

Molly’s post quickly gained traction, prompting widespread criticism from trans people and allies who argued that the phrase “identifying as” is routinely weaponised as an anti‑trans dog whistle. Activists noted that such wording trivialises the legitimacy of gender identity by framing it as a flippant choice rather than a core aspect of a person’s lived reality. 

In a statement to PinkNews, Molly highlighted how casual mockery of identity contributes to a climate of hostility, particularly given the UK’s escalating anti‑trans sentiment. She described the card as “belittling” and “worrying”, emphasising that jokes comparing gender identity to humorous or absurd labels - such as vegetables, attack helicopters, or in this case the Grinch - directly undermine the validity of trans people’s experiences. 

The publisher behind the card issued a swift apology, insisting that no offence was intended and confirming that the design would be removed from circulation immediately. “We will remove this design from our range straight away,” said creative director Jennie Rutter.

Sainsbury’s also responded, reiterating its commitment to inclusivity: “We’re committed to being an inclusive retailer where people love to work and shop,” a spokesperson said.